How to find your next PPC agency: 12 top tips

With so many PPC agencies claiming to be experts, how do you separate true performers from the ones who just talk a good game? 

This guide walks you through a no-nonsense evaluation process to find an agency that delivers real results.

1. Define your goals first

Before reaching out to agencies, have a clear understanding of what you want to achieve with PPC. 

Are you looking for lead generation, ecommerce sales, local service inquiries, or brand awareness? 

Knowing your objectives will help you ask the right questions and assess whether an agency is a good fit.

Also, factor in your budget constraints and expected ROI. 

A good agency should work within your financial limits while setting realistic performance expectations.

Dig deeper: How to set and manage PPC expectations for teams and stakeholders

2. Assess their industry experience

Not all PPC strategies work across every industry. 

Look for agencies that have experience managing campaigns in your specific vertical. 

Ask for case studies or examples of past success in your industry, especially in:

• Ecommerce.
• Local services.
• B2B lead generation.
• SaaS.
• Healthcare.
• Finance.

Agencies with industry expertise will understand common challenges and effective strategies unique to your business type. 

They should also demonstrate an ability to adapt to changes in industry regulations and trends.

3. Understand their approach to strategy and optimization

A good PPC agency should have a structured approach to campaign strategy, including:

• Account structure: How do they build and organize campaigns?
• Keyword strategy: Do they effectively use broad, phrase, and exact match?
• Bid management: Are they using automated bidding, manual strategies, or a hybrid approach?
• Ad copy and creative: How do they optimize messaging and testing?
• Landing page optimization: Do they provide insights or recommendations?
• Conversion tracking and attribution: Can they track conversions accurately and integrate with your CRM?

A truly data-driven agency should also be A/B testing different elements, using insights from past campaigns to improve performance, and continuously optimizing for better results.

4. Ask about their reporting and transparency

A top-tier PPC agency should provide clear and actionable reporting. Look for:

• Regular reports: Weekly, bi-weekly, or monthly reporting with key performance indicators (KPIs).
• Transparency: Do they provide full access to the ad accounts, or do they keep you in the dark?
• Actionable insights: Reports should not just be data dumps but should include insights and recommendations.
• Real-time dashboard access: Can you see your ad performance whenever you like?

Additionally, ensure they use third-party analytics tools like Google Analytics 4 or other attribution models to verify data accuracy and avoid misrepresenting results.

Dig deeper: How to approach weekly, monthly, quarterly and annual PPC reporting

5. Understand their pricing model

PPC agencies use different pricing structures, and understanding them is key to making a cost-effective decision. 

Common models include:

• Percentage of ad spend: Typically 10-20% of your monthly budget. Good for scaling but can lead to overspending if not managed properly.
• Flat monthly fee: A predictable expense, but ensure they have clear deliverables.
• Performance-based: Payment is based on lead volume or ROAS. This can align incentives but may not work for all businesses.
• Hybrid model: A combination of the above.

Ask about additional costs for services like ad creative development, landing page optimization, or advanced analytics to avoid unexpected fees.

6. Check for red flags

Be cautious of agencies that exhibit the following warning signs:

• Guaranteed results: No agency can guarantee specific PPC results.
• Lack of transparency: You should have access to your ad accounts and full visibility into performance.
• Cookie-cutter strategies: Every business is unique. Beware of agencies that use the same approach for all clients.
• No focus on tracking: They aren’t serious about results if they don’t emphasize accurate tracking and reporting.

Additionally, be wary of agencies that avoid discussing long-term strategies or only focus on short-term wins without considering sustainable growth.

7. Evaluate their client communication and support

Great PPC management requires ongoing communication. Ask:

• How often will we have meetings?
• Who will be our main point of contact?
• How quickly do they respond to emails or support requests?
• Will we receive proactive recommendations, or need to ask for updates?

Also, evaluate their level of customer support. 

An agency that prioritizes proactive communication and offers dedicated account managers can be more effective in optimizing your campaigns.

Dig deeper: 8 tips to craft clear and impactful client communication

8. Understand their onboarding process

A smooth onboarding process sets the foundation for a successful agency partnership. Ask:

• What does the onboarding process look like?
• What information and assets will they need from you?
• How long does onboarding usually take?
• What key milestones should you expect in the first 30, 60, and 90 days?

A well-structured onboarding should include an initial strategy session, access setup (Google Ads, analytics, CRM), and alignment on key metrics and reporting expectations.

Dig deeper: Client onboarding and offboarding: The PPC agency’s guide

9. Assess their team structure and stability

Understanding who will manage your account is critical for a long-term, successful relationship. Ask:

• Who will be directly managing your PPC campaigns?
• How is their PPC team staffed?
• What level of experience do their account managers have?
• What is their turnover rate? How often do they replace account managers?

A high staff turnover can lead to inconsistencies in account management, so it’s important to partner with an agency that retains experienced professionals.

10. Request case studies and references

A reputable agency should have a portfolio of successful campaigns. Ask for:

• Case studies: Examples of past campaigns, including challenges and results.
• References: Client testimonials and contacts for past or current clients.

Look for verifiable success stories that align with your industry and goals. 

If possible, reach out to their past clients to gain insight into their experience with the agency.

11. Test with a trial or audit

If you’re unsure about committing, consider starting with a:

• Short-term contract: A three-month trial period to assess performance.
• PPC audit: Have them audit your existing campaigns and provide recommendations.

An audit should provide a comprehensive analysis of campaign structure, keyword effectiveness, ad performance, and tracking setup. 

The agency’s recommendations should be data-driven and actionable.

12. Ensure cultural and goal alignment

Choose an agency that aligns with your company’s values, communication style, and growth objectives. A strong partnership is key to long-term PPC success.

Consider factors like:

• Do they understand your brand’s mission and voice?
• Are they flexible and open to collaboration?
• Do they have a track record of long-term client relationships?

An agency that shares your vision and integrates well with your team will be more effective in achieving your marketing goals.

Dig deeper: 4 tips to build a data-centric culture in your agency

Final thoughts

Evaluating a PPC agency takes time, but choosing the right partner will maximize your advertising investment. 

By focusing on experience, strategy, transparency, and results, you’ll be well-equipped to make an informed decision and drive meaningful business growth through paid search and social campaigns.

The right agency does more than manage your PPC campaigns.

They act as an extension of your team, providing expert insights and continuously optimizing for long-term success.

Dig deeper: 5 essential PPC skills every agency pro must have